Project Overview
Frasers Property are arguably the most ambitious property development company in Australia. These guys build some crazy shit. Like that Central Park precinct in Chippendale with the buildings covered in vertical gardens and that reflective mirror platform that diverts sunlight into the town square below.
So when we got the call up to brand and market their new development on the south coast we were pretty excited.
And the results have been even more exciting. Each of the three precincts released so far have sold out in a matter of weeks. With the latest release selling 48 of the 64 apartments on the first day. Here’s how we did it.
Project Commissioner
Project Creator
Team
Genevieve Read, Design Lead
Danny Lattouf, CSO
Olivia Kaufman, Group Account Director
Chloe Geggus, Senior Project Manager
Project Brief
The Waterfront, Shell Cove development on the NSW South Coast is a project of truly epic proportions. A 400-hectare mixed-use residential, retail, commercial and tourism development, with a completely man-made in-shore harbour, including 270 berth marina as it’s focal point.
Our brief was to create a brand and communications platform that would do justice to the creative ambition of the development.
The brand needed to stretch in terms of customer segments - from extremely affluent to middle market.
And the brand needed to stretch in terms of messaging - from residential to retail; and from commercial to tourism.
But most of all we wanted to bring some X-factor to the branding that would celebrate the specialness of the development and its stunning coastal location.
Project Innovation/Need
This enormous project is being built entirely from the ground up - a massive effort and man-made undertaking.
But our job was to create the exact opposite feeling… creating a sense of effortlessness to bring a natural soul to the precinct.
Our team drew inspiration from the local area, spending time on-site with swatch books, matching colours and textures with the surrounding area - integrating the nuance, diversity and beautiful imperfection of the South Coast to the work.
The result being a contemporary, yet naturally distinct brand direction that draws inspiration from the natural beauty of the surrounding ocean, wetlands, forests and beaches - and their distinctive colours, textures and shapes.
Design Challenge
There were three key challenges we tackled with this brief:
1. Our brand platform had to be incredibly expansive and versatile. From dining to retail, residential to events, the brand platform would need to seamlessly hold messaging for all the different use cases of the development.
2. Our brand platform and appeal to a broad mix of customer segments - from extremely affluent (think super yachts parked in the marina) to middle market customers.
3. In a completely man-made development where all works had been a truly enormous undertaking, our brand had to feel effortless, cool, natural and soulful.
Effectiveness
To date, each property release has been a sell out. The latest ballot, held in June saw 48 of the 64 apartments sell out on the first day.
This incredible result demonstrates the pent up demand that has now been generated for The Waterfront, Shell Cove precinct. Demand that didn’t exist 12 months ago.
“We have been seeing amazing results from this brand platform and to be honest it has been hard keeping up with all the sales” - Kate Carratt, Project Marketing Manager.
Graphic Design - Identity and Branding - Property - Project
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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